In July, vegetables in the basic basket rapidly became cheaper, while prices for some berries and greenhouse crops showed instability.
The seventh month of the year is traditionally considered a turning point for the Ukrainian food market. After all, the mass entry of open-ground products from domestic agricultural producers onto the market shapes new price dynamics.
About which products have become more affordable for Ukrainians, what keeps prices high, and what to expect from the consumer market in the coming weeks — analyzed by UNN.
How vegetable and fruit prices changed in July
July was the main month of the seasonal deflationary trend in the food sector. While in May and June the consumer market largely depended on imports and early greenhouse products, in July price dynamics are almost 90% dependent on what domestic farmers grew in open fields.
The increase in supply from household farms and specialized agricultural enterprises led to a gradual decrease in the average price level for fresh products. According to agricultural market analysts, it was the vegetable group in July that became the main driver of curbing inflation in the food segment.
At the same time, the monthly price picture remains heterogeneous. The market reacts to a number of factors: from temperature conditions and weather in key agricultural regions to the cost of electricity for cooling products. As a result, while one category of goods updates seasonal lows, another shows a temporary increase in price due to changes in the wave of harvest collection or high demand.
Which vegetables became cheaper first in July
The most noticeable price reduction in July was observed in the segment of the so-called "borscht set" vegetables. With the appearance of mass field harvesting, prices for basic root vegetables and crops drop sharply.
Early and mid-early potato varieties significantly lost in price in July compared to June figures. Wholesale prices fall to the level of 10 – 15 UAH/kg. A similar trend is observed for cabbage — the increase in supply from open ground reduces the wholesale cost to 18 – 25 UAH/kg. As of the last day of the month, a kilogram of new potatoes in popular supermarket chains can be bought at a price from 14.79 UAH to 22.00 UAH. The average price for the root vegetable in July remained at the level of 16.80 UAH per kilogram. Compared to June, new potatoes managed to become cheaper by 16.88 UAH.
Pink potatoes cost a little more: in July, they paid 22.70 UAH per kilogram. If compared to the previous month, the average prices for this potato variety decreased by 6.10 UAH.
At the same time, carrots and beets show perhaps the steepest price decline dynamics. If at the beginning of summer, stocks of the old harvest or the first early batches were sold at inflated prices, then the July young harvest reduced prices for beets to 10 – 15 UAH/kg, and for carrots — to 22 – 28 UAH/kg.
As of July 31, a kilogram of carrots can be purchased on average for 31.70 UAH/kg. Over the month, the vegetable managed to lose 18.20 UAH in price.
And to stock up on young beets for red borscht, Ukrainians will have to shell out from 12.59 UAH to 13.90 UAH. This is the average price of this vegetable in popular chains of domestic supermarkets. At the same time, on market stalls, young beets can be bought on average for 13.16 UAH. Compared to June, the vegetable lost 13.07 UAH in price.
Meanwhile, the entry onto the market of the harvest from open areas of the southern and central regions allowed stabilizing prices for onions, reducing wholesale prices to 16 – 20 UAH/kg. At the same time, prices in hypermarkets are slightly higher and fluctuate in the range between 31.20 UAH and 36.90 UAH per kilogram.
Blue onions are even more expensive. For a kilogram, you will need to pay from 74.99 UAH to 82.16 UAH. And the average price for it in July was 77.52 UAH per kilogram.
The season of ground cucumbers ensures a significant reduction in their cost — on average to 15 – 30 UAH/kg. On average, it managed to lose almost 10 hryvnias in price over the month.
It is worth noting that the average price of cucumbers in July also depended on their variety. Thus, smooth cucumbers turned out to be among the most expensive. As of July 31, supermarkets and hypermarkets set a price of 69.00 UAH per kilogram for them. Moreover, compared to June, they did not decrease in price, but on the contrary — increased by 6.02 UAH.
At the end of August, prickly cucumbers are offered to Ukrainians at 34.50 UAH per kilogram. And short-fruited cucumbers can be bought for 29.80 UAH/kg.
However, the situation with tomatoes remains ambiguous. Due to the transition from greenhouse to open ground and the hot weather, prices for tomatoes may temporarily rise to 40 – 75 UAH/kg, depending on the variety and quality.
In addition, in July, price decreases were recorded for garlic, cauliflower, sweet corn, and certain types of fresh herbs (dill, parsley).
Seasonal fruits and berries: what to expect this season
The fruit and berry market in July went through a phase of active assortment change. June was the month of garden strawberries and sweet cherries, while July became the peak for berries, stone fruits, and early pome fruits.
The second half of July is the traditional peak for harvesting blueberries and raspberries. It is at this time that the cost of blueberries in markets and retail chains reaches its seasonal minimum due to the massive supply from Ukrainian farms. Currently, in Ukraine, blueberries can be bought at a price from 120 to 160 UAH per kg.
Raspberries and bilberries are also becoming more affordable. Currently, raspberries are priced from 200 to 220 UAH per kilogram. And bilberries cost from 200 to 280 UAH per kilogram.
Prices for domestic apricots and peaches depend on the regional harvest. Due to weather fluctuations in the spring, yields in some regions turned out to be below average, so the market is partially filled with imports from Turkey, Greece, and Moldova. This keeps the weighted average price at a relatively high level.
Therefore, apricots are offered to Ukrainians for 50-90 UAH per kg. Peaches will cost from 40 to 90 UAH per kg. For both stone fruits, the minimum price increased by 5 to 10 UAH per kilogram in just one week.
Also in July, the first domestic watermelons and melons appeared on the shelves. At the beginning of the month, prices are traditionally high due to limited harvest volumes, but at the end of July, with the entry of mass batches from the southern regions into the market, the cost of watermelons began to actively decrease. A kilogram of watermelon at the end of August will cost the buyer from 13 to 15 UAH (last week prices remained at the level of 20 to 30 UAH per kg). And a kilogram melon can now be bought for 30 - 50 UAH.
Also in July, early varieties of summer apples and pears began to enter the market, gradually displacing the remnants of last year's harvest and imports. This has already reduced prices in the pome fruit segment. Currently, a kilogram of pears in Ukraine costs on average from 40 to 65 UAH. And apples are offered for purchase from 20 to 50 UAH per kg, depending on the region of sale and variety.
Why certain products remain expensive
Despite the general seasonal price reduction, part of the food basket remains at a high price level or even shows local growth. Analysts highlight several key factors counteracting deflation:
The July heat and prolonged dry periods in many regions negatively affect the yield of tomatoes, peppers, and melons. High temperatures cause fruit "sunscald" in the fields and reduce product quality, which decreases the share of first-grade commercial vegetables.
Furthermore, to preserve the harvested crop, especially in summer heat conditions, agricultural producers and retailers are forced to actively use refrigeration systems and industrial air conditioners. The increase in electricity tariffs and the use of autonomous power sources are directly factored into the final cost of goods.
The fuel component and complicated delivery from the southern regions to the central and western regions also significantly increase carriers' margins.
Also, one should not forget that agricultural enterprises face an acute shortage of workers for manual harvesting of berries and vegetables, which forces them to increase wages and raises production costs.
Price forecast for the coming weeks: what buyers should prepare for
In the coming weeks — until mid-August — a clear trend toward further price reductions in the vegetable group will persist on the Ukrainian market. Experts expect that the so-called "seasonal bottom" of prices for borscht set vegetables, ground tomatoes, peppers, and watermelons will be reached at the end of August — beginning of September. This period will be the most favorable for the wallets of consumers who plan to make homemade preserves and canning for the winter.
From the second half of September, with the completion of the mass harvest from open ground and the transition to storing products in vegetable storage facilities, the price trend will reverse toward a gradual increase. The main factor determining the cost of vegetables and fruits in autumn and winter will be the cost of their long-term storage and the stability of energy supply in the country.
Reminder
In June 2026, the Ukrainian market of vegetables and fruits began to transition to a summer seasonal pricing model. More new harvest products appeared on the shelves, and prices for some vegetables, berries, and fruits started to decline. The most noticeable price drops were for early vegetables, strawberries, cherries, and new potatoes.